Let's talk 'Saltburn'... It was wild, but there are some great strategies we can use for challenger brands, from the latest Prime Video hit.

A challenger mindset requires brands to switch on their strategic radar, particularly when it comes to learning from disruptive brands. That’s why we’re sharing 3 ways that brands can be inspired by some of the most engaging and original events happening in culture right now.

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    1. Tackle The Taboo

Saltburn really leaned into the ick, but tackling taboo topics definitely gets people talking. Look at how Dr Sandra Lee built an entire brand around pimple popping; now she's the go to skincare expert with 7m subscribers and her own product line. Not so ick after all...

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2. Adopt The Underdog Mentality

Challenger brands often have unconventional attitudes and behaviours, being scrappy, resourceful and hungry for success. Oliver had this mentality in spades; he knew he wanted to take down the uber-rich and did absolutely everything he could to achieve it.

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3. Get To Know Your Audience

Oliver was quite the master manipulator and advantage-taker which yes, isn't always a good trait but you can't fault him for knowing his audience inside out. He spent time analysing each and every family member, so he knew exactly how to shift opinions and create desire, something all Challenger Brands need to get to grips with.

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We helped e.l.f. cosmetics outsmart the crowd with their first ever UK Campaign - 'Express Your e.l.f.'. This community-led campaign put the spotlight on real people and celebrated the individuality of every eye, lip and face.

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If you are looking to outsmart the crowd too, get in touch - sayhello@southpawagency.com

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